Business Model Innovation Of Huzi Chongyang Trading Company From The Perspective Of Customer Value Chen Shulan

With the approaching of network economy era,the business environment of enterprise management is changing day by day,which correspondingly causes the change of the form and focus of enterprise competition.In the practice of competition,more and more high level managers in enterprises have realized clearly that business model is becoming the key factor to gain competitive advantage.Peter Drucker,a master of management,said,"today’s enterprise competition is not product competition,but business model competition.”Business model innovation is committed to building new competitive advantages of enterprises,which coincides with the proposition of value chain,thus provoking us to analyze the innovation of business model from the perspective of value chain.The growth rate of total retail sales of consumer goods in China has remained at a high level,and the consumption demand of residents has grown steadily,which has driven the rapid development of kitchen industry^[1].Business model is the multi-trading relationship and connection mode between different enterprises,departments,customers and commercial channels.First of all,the paper concludes the concept of business model,business model innovation,network business model innovation,and customer value theory.The paper conducts research of business model innovation under the perspective of customer value theory through the method of literature research,statistical analysis and case study.Secondly,from the perspective of customer value,this paper takes the business model of Huzi Chongyang trading company as the research subject and analyze current situation of the company under the guidance of the business model canvas theory.The existing problems of business model of Huzi Chongyang trading company are lack of corresponding innovation ability,the weak overall profitability,narrow market scope,low customer loyalty,and lack of corresponding guarantee in technology and capital.Then this paper analyzes the external macro level and industry environment of Huzi Chongyang trading company through pest Environment and Michael Porter’s five force model respectively.Finally,through the analysis of customer value,it is concluded that the customer’s sales innovation is in the innovation of customer perceived value elements based on the four elements of service value,time cost,currency cost and product value.Through the analysis,research and exploration,innovation points of shopping process,sales mode n,pre-sale and after-sale,profit model and value are carried out based on customer value.These innovation points form the overall business model innovation of Huzi Chongyang trading company and provide new competitive advantages for the sustainable development of Huzi Chongyang trading company in the Internet era.